SUSTAINABILITY OF FM RADIO STATIONS IN A COMPETITIVE ENVIRONMENT AMONG SELECTED FM RADIO STATIONS IN BUNGOMA COUNTY, KENYA

As a result of the liberalization policies in the early 1990s, the broadcast media in Kenya has grown exponentially. The number of radio stations has multiplied significantly bringing with it cut throat competition among licensed FM radio stations. These radio stations are grappling with challenges that threaten their survival. The study presents an assessment of the sustainability of FM radio stations in a competitive environment whose objectives include: to explain the resource deficiencies affecting sustainability of FM Radio stations; to determine effects of liberalizing the broadcasting airspace on the development of radio and to find out if advancement of technology plays a role in sustainability of FM radio stations in Bungoma County, Kenya. The population for this study was purposefully identified and consisted of personnel working in selected FM radio stations. The respondents were drawn from key departments within selected FM radio stations. The study site was Bungoma Town in Bungoma County Kenya. This research employed ‘total population sampling’ as a type of purposive sampling technique where the entire population of 56 personnel was used in the study. Mixed-method research design was adopted. It involved combining of quantitative and qualitative research to address research questions. The main data collection methods used included questionnaires and interview schedules. The key informants were 5 and their selection was informed by the fact that each of the five radio stations had a single manager. Quantitative data was analyzed and presented descriptively and complemented by graphs, percentages and chart. The findings of this study revealed that lack or limited resources was a major factor affecting sustainability of FM Radio stations in Bungoma County. The findings of this study will benefit media owners, radio station managers and investors in the media industry. The study recommends an in depth study on the financial aspect of sustainability as well as the ability of the management of these radio stations managers to effectively run them with financial transparency.